Thoughts about technology, start-ups, business, and sales from the CEO of TWiT and Artisanal Agency

Sunday, April 2, 2017

A Glimpse into Podcast Ad Effectiveness

I’ve recently launched several websites to provide some insight into the process established atTWiT.tv andArtisanal Agency. Podcasting continues to grow as a medium, so it’s important for industry professionals to share what works and what doesn’t.

Edison Research and Triton Digital recently published the 2017 Infinite Dial consumer survey results*, which revealed that 60% of Americans 12 years old and above are familiar with podcasts, while 40% have listened to a podcast in the last month. That’s 67 million Americans tuning in monthly!

The survey also revealed that 40% of podcast audiences listen to the entire podcast episode, while 45% listen to most of the podcast. While that’s great news for podcasters, it’s reassuring for advertisers: yes, both pre-roll and interstitial ads have an audience.

Ad efficiency, however, was not included in the latest Infinite Dial survey, so I’d like to take a moment and share the 2017 TWiT.tv audience survey results. Every year, more than 20,000 TWiT.tv listeners complete TWiT.tv’s audience survey, and this year’s results show that 80% of listeners made a purchased based on a TWiT.tv ad.

This success is in part due to TWiT.tv’s two ad model, which consists of both a billboard and an interstitial ad. The unaided recall is significantly higher (60%+) using fewer advertisers with the two ad approach, rather than having several advertisers with one ad placement per episode. And as the Infinite Dial survey results show, at least 85% of listeners are tuning in for both ads.

Essential to ad effectiveness are authentic, host-read ads. Podcast listeners trust their favorite hosts to promote the most innovative, high-quality products and services. The organic and live, host-read ads on our networks provide both a better audience experience and a higher ROI.

If you’re interested in podcasting, ad sales, and marketing tips, please visitLisalaporte.org. For everything tech related, from the latest wearable tech to IoT devices, visitLisalaporte.net. And you can find my professional overview atLisalaporte.com. I will also be publishing content regularly onMedium andContently, as well as other social media platforms.